Why I’m happy our traffic dropped 3% – December 2017 traffic report

“What get’s measured, get’s managed”

Peter Drucker

We’ll be measuring traffic, conversions into leads and email subscribers. I want to share what’s working, insight as to why numbers go up or down and our goals.

Traffic

Result

In December 2017 we had 1509 unique visits to the Sell Your Service website, down from 1558 in November.

That’s an 3.1% decrease over last month. Christmas, New Year and the fact we had no Facebook campaigns running over December might explain why we had fewer visits.

I’m quite happy we only dropped 3%. I think we can bring that back up next month in January 2018. It didn’t go below the October traffic levels, which means there might be growth in other areas.

traffic report, marketing funnel traffic, traffic analytics report

According to the analytics, we had a 23% drop in visits from Facebook. Interestingly, that means we had 132 organic visits from Facebook as we were running no organic ads.

We also had fewer visits from direct traffic, which again I’ll link to the slower time of year.

Insight

We had no Facebook campaigns running in December, as we were gearing up for our new campaign in January 2018. Which is soon to launch.

During December we published 12 blog posts, that’s about 3 posts a week. I’m a firm believer in “compound blogging”. That regular blogging builds impact over time, similar to compound interest with saving.

Next steps

Time to start back up with our Facebook traffic campaigns. Also, with a new year comes new traffic and we’re out of the slow season.

I’d like to add previous pages and blog posts, once a month, to Oribi, something I failed to do last month.

We’re also scaling back our content slightly. Continuing with at least 2 posts per week and 1 video on YouTube. Focusing more on creating private webinars.

Sources/channels

Result

Google and Direct are still our best source of traffic. GoDaddy is showing to be our 4th best source of traffic and top referral source, slipping behind Facebook.

Insight

Great to see Facebook slide into 3rd place with our traffic. I expect Goggle and Facebook to be our top referrers in future.

YouTube is still sending a steady stream of traffic too, with 4 more visits than last month.

 

It also looks like traffic from YouTube has a 38% optin rate for lead magnets.

Next steps

Keep creating content, keep syndicating across various sources and can’t wait to see what our Facebook campaigns do.

Email subscribers

Result

103 new subscribers in 30 days, roughly 3 new contacts a day. A growth of 4.9%. Which, I’m very happy with, considering we had fewer visits than last month.

146 new subscribers in December, which is about 5 a day over 31 days. That’s a growth of around 7% which I am very happy with, considering we had fewer visits than last month.

Insight

It’s becoming more important for us to measure which lead magnet converts and on what blog post. Unfortunately, we haven’t set this up yet.

Next steps

Last month I predicted we’d break 2000 subscribers and we did.

At 7% growth per month, we should be at just over 2000 email subscribers by this time next month.

Combined with leaving the slow season, a new campaign and more content, I see our subscribers breaking over 2500 very shortly.

Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.
  • Robert Simmons

    Awesome post. I love seeing someone take a logical approach to their site analytics and not freak out just because the numbers say you’re “down.” I am curious though, what are you using for the reporting? It looks pretty slick!

    • Hey Robert. Couldn’t agree more! Frankly, our KPI metrics (sales on automation, revenue and email subscribers) are up, so a drop in traffic if anything shows an increase in conversion rates!

      We use Oribi.io as our analytics tool https://youtu.be/HOM-biHtsNQ

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